Sweatworking is the biz buzz

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Post-work every evening, marketing executive Vikram Chopra zips off in his new Audi. He takes a detour and hits a swanky gym. Changing into a ganji and T-shirt, he is soon busy huffing and puffing away all his flab.

But when you touch base with him, he puts forth, “Even now I am working. An important client is soon going to join me here.” Move over three-course luncheon meetings and golf courses. Gyms, yoga and aerobics are the latest spots for top honchos of corporate world to network with peers. Sweatworking is the latest buzzword to have hit the business circles.
“Sweatworking is definitely a healthier option to connect than a potentially fattening and expensive meal and drinks. Also a typical business networking event can be boring, gym gives people a chance to talk business and bond over an activity which can be fun and stress relieving,” says Srileka Reddy, director, marketing, Snap Fitness India. She informs that there has been a steep 30-40 per cent rise in the clientele who come over to network and work-out simultaneously.
Sweatworking, which became popular in countries such as the UK this year, has its origin in the US. It became popular with bankers and wealth managers in New York. In India, it is steadily catching up. “Although I have to travel quite often, I try and catch up on my gyming as and when I can. It is a great place to connect with like-minded people. One can engage in meaningful conversations outside the conventional notions of meeting,” says Ronesh Puri, managing director, Executive Access, a headhunting firm. As the head of a headhunting firm, it is all about finding the right people and networking with them.
Often, executives can be found just hanging around fitness centres hoping for a chance meeting that can lead to a business opportunity.
It is also about efficient time management. “On an average I spend 1-1.5 hours in a gym either on machines or doing yoga. Time at the gym can be used to multitask and carry out impromptu business discussions. The element of personal touch, which might be lost in a boardroom, can be easily retained in an informal set-up like gym or fitness centre. One gets to observe and know a person better. It is a great way to break ice with people,” explains Udit Mittal, MD, Unison International.
So what are the most popular exercises with this new class of sweatworkers? “The exercises they mostly take up are the cardio ones, particularly the treadmill. If you are running besides two other people on neighbouring machines, you get a chance to speak to the person next to you. The next best are the group exercises like yoga, aerobics or spinning. They are fun, relaxing and give you scope to mingle,” says Althea Shah, VP marketing and fitness expert, Gold’s Gym. She adds, “A gym is a place to socialise. Many people are on their gadgets all the time but most people are networking.”